Report: Social buzz for Prime Day not so prime

San Jose, Calif. — While Amazon.com may be happy about its exact sales performance during its July 15 Amazon Prime Day sales event, the social media response probably did not meet Amazon’s expectations.



According to data from Adobe, as of 4 p.m. ET July 15 Amazon Prime Day had 90,000-plus social mentions. In comparison, Black Friday 2014 had 20 times more mentions during the same period, or 1.6 million. Additionally, the event was on pace for about 200,000 social mentions, compared to the 3 million social mentions from Black Friday 2014.



And 50% of those social mentions expressed sadness, such as disappointment in the merchandise being put on sale. Only 23% of sentiment related to joy, with 19% expressing admiration and 8% to surprise.



Amazon social mentions were up about 50% compared to the 30-day average, but were so those of Wal-Mart, which ran a much-publicized rival sales event that did not require signing up for or belonging to a paid loyalty program.



The U.S. had the most chatter around the multinational Amazon Prime Day event with 74% of the geo-targeted buzz. The U.K came in second with 10%. In the U.S., Californians were socially talking about Amazon Prime Day the most (with a 12% share of the U.S. market), and showing more positivity than the state coming in second (New York).



In one good sign for Amazon’s global business, the U.K. showed more positive chatter than in the U.S., with 52% of the buzz related to joy/admiration, compared to 42% for the U.S.